Press releases

Lagardère Sports and AS Saint-Etienne extend their strategic partnership

Lagardère Sports, a Lagardère Sports and Entertainment company, is proud to announce the extension of its strategic partnership with AS Saint-Etienne (ASSE), the flagship French football club with whom the agency has been working since 2010.

Lagardère Sports will remain the exclusive marketing agency of the club until 30 June 2030 and will continue to negotiate its partnership contracts, as well as the marketing of its hospitality rights, B2B ticketing and seminars.

For many years, AS Saint-Etienne has enjoyed a strong image in France amongst the nations football fans. This is something that ASSE, supported by Lagardère Sports, is looking to strengthen further in the years ahead through new fan engagement and brand partnership campaigns.

For its part, Lagardère Sports is consolidating its national and international leadership in the management and marketing of the sponsorship and hospitality rights of football clubs. At a time when French and European clubs are basing their economic models on fast-growing commercial revenues, the extension of this partnership demonstrates that utilising a specialised agency is a real asset for clubs when it comes to diversifying and consolidating their income. This renewal follows a recent extension signed with Borussia Dortmund, who will continue working with Lagardère Sports until 2026.

Roland Romeyer, AS Saint-Etienne president: “We are delighted to extend our partnership with Lagardère Sports, the marketing agency with whom we have been collaborating since 2010. Our ‘win-win’ alliance has already allowed AS Saint-Etienne to become the fifth biggest club in Ligue 1 Conforama in terms of commercial revenue. Our desire is to increase our resources in order to consolidate our development. This is why we need a reliable, competent and powerful partner in B2B marketing, in France and internationally. Our economic performance targets are high and we believe that Lagardère Sports is the best partner to help us achieve them.”

Laurent Moretti, General Director at Lagardère Sports in France: “AS Saint-Etienne is one of the most powerful sports brands in France and we are pleased to contribute to its development every day. Since 2010, when we became the exclusive marketing agency of the club, its commercial revenues have increased by 65%. We are therefore delighted with the trust that AS Saint-Etienne has placed in us through this extension of the contract and particularly proud to be with the club for the seasons ahead.”